Marketing Plan for KFC - Doc

Marketing plan

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1 ...........................................................................................................................................3
Aspects of marketing audit and these factors summary in SWOT analysis...........................3
TASK 2 ...........................................................................................................................................9
Develop marketing plan ........................................................................................................9
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the research and management of exchange relationship. It is the business
procedure of creating relations with and satisfying consumers. It is the activity associated with
purchasing and selling product and services. It involves advertising, selling and delivering goods
to people. For marketing, companies are created plan which is business document outlining
marketing strategy and tactics. It is frequently directed on particular time period and cover
variety of marketing related details such as costs, objectives and action stages. Marketing plan
can be part of overall business plan. Effective marketing strategy is the base of well-written
marketing plan. The purpose of marketing plan is to set specific way in marketing by
organization.
The present study is based on KFC. It stands for Kentucky Fried Chicken. It is an
American fast food restaurant chain which offers in fired chicken. Company is the world's
second largest restaurant chain after McDonald's. Company also owns Pizza Hut, Taco Bell and
Wing Street chains. Report will analysis aspects of marketing audit and summarise into SWOT
analysis. It will develop marketing strategy and tactical plan to increase sales over next three
years by analysing segments and position of products or brand. Furthermore, study will develop
marketing plan for selected organization.
TASK 1
Aspects of marketing audit and these factors summary in SWOT analysis and marketing
strategies
Marketing Audit:
Marketing audit means to encompass, systematic, investigation, assessment and
interpretation of business marketing environment both internal and external, objectives,
strategies, values to determine areas of problems and chances as well as suggest plan of activities
to increase marketing performance of organization Zeriti & et.al., (2014). In this context, there
are three factors such as internal, external environment and review of evaluation of marketing
plan which is used by KFC.
KFC is American fast food restaurant chain in Kentucky. Recently, company operated in
the Malaysia. Also, company is planning the on opening up to 50 franchisee restaurants in
Finland in the 2019. as the adopt the mode of entry, company will get ensure to go there.
External Environment:

It consists of economic, political and legal factors for focus on clients and competition.
Marketing audit of external environment analysis consumers, their wants and way to meet them,
behaviour, judgement, perception of goods and brands, segmentation, targeting and positioning
on the market Varadarajan, (2015). It also involves demography, technology, economic
condition and different legislation in the business environment.
Internal Environment:
It focuses on resources of organization such as man, machines, money, minutes and
materials. Also, it analysis the marketing team caring structure, efficiency, correlation with
functions inside and other companies. The internal marketing audit is concerned in many areas
such as product portfolio, new goods, pricing and distribution of goods. It also directs on market
share, sales, profit margin and effectiveness of marketing mix. For that, KFC utilise the SWOT
analysis approach in the marketing of products and services Schmidt, Spann & Zeithammer,
(2014).
After internal and external marketing audit, KFC needs to evaluate and take review of all
factors such as marketing mix, marketing strategy, current marketing objectives, controlling of
marketing process, marketing budget as well as marketing team for implementing marketing plan
in the marketplace. In this context, company needs to summarise these factors by utilizing the
SWOT analysis of their business.
SWOT analysis
Strength: It has the strong global presences with an effective presences and local
customers base.
Weakness: they have supply chain and distribution issues. They are managing the
franchisee in their critical issues.
Opportunities: it has opportunities for expanding new geographic and exploring the
food items in their menu.
Threats: it has threats from the changing customers food trends and preference and it is
difficult to manage at home.
According to ansoff matrix management of KFC can make effective market presentation
strategies for compete their market competitors. By the product development can they can be
effectively play in marketplace with their strength and opportunities. This model help develop
their market presentation by increasing its market share in current marketplace. It can be

accomplished by increase in promotion and distribution support. That also help to develop
product at marketplace by investment in R&D for additional products.
It is important to develop their sales and attract customers towards their brand. For that it
is important to analysis and understand needs and wants of their customers. For that management
of KFC is making and develop marketing strategies to increase their sales in the future Lovelock
& Patterson, (2015). Strategies for increase sales of KFC that are as follows:
Online advertisements
Advertisement is an important for increase sales of their business and its product. For
increase sales, management of KFC is use online advertisement strategy. It is best and very
effective strategy for develop their sales at marketplace. They use online marketing like social
media, social networking, online channels and resources. That all are included in online
marketing. It is the best way to introduce their product to customers.
Discounts and quality of product
Discount and quality of product is important and best way for increase sales at
marketplace. By using this management of KFC gives their customers high discount and by one
get free offer is the best for attract customers and increase their sales at marketplace. For
example: when customers are attracted towards the brand that help to increase the sales of KFC
and also help to build high trust of customers Baker, (2016).. It is the best and good strategy for
increase and develop sales of product.
Develop relationship
Customer relationship and employee relationship is plays an important role in the
organization and best for every business. It is effective and best way to increase sales of brand.
For that management of KFC is tries to develop relations with customers and public relation.
Both help to develop product image at marketplace. Product image is important to make strong it
will be help to increase sales of brand and its product.
Clearly define customers
For increase sales at market place it is important customer is known full details of
product and its services. However, management of KFC is give all the details about product to
customers like quality of food, quantity, tastes and its price. That helped to customers to select
best one product from menu Ohmae, (2016). By these customers are happy and help to increased
sales and productivity of product.

Identify the problems
Customers and management when known about their problems which are related to
product and market presentation, then management is able to take effective and valuable
decisions and strategies as well. By this management of KFC solve all problems and give better
and best result for increase sales and productivity of product at market place.
Every business and organization want to target their market and customers by using
effective and valuable marketing strategy. In that also include STP marketing strategy is
segmentation, targeting and positioning Kanagal, (2015). According to this strategy,
management of KFC is known about their position at current market place and also about target
and its segment. Deep clarification is as follows:
Segmentation
KFC mainly focus on the demographic segmentation as per age parameter. Age is always
matters in every product growth and its profit but customers needs and wants are changed by
their age. Management generally focused on every age group and also make products for all and
each one in society. They make products for all age group. It is the best and help to increase sale
of product and also help to increase profit.
Targeting
It is the process of evaluating and analysis to target market. That help to select and attract
customers one or more segment to enter. Target market help to generate profitable and customers
values. That sustain it over time and attractive for target to customers Kotler and et.al., (2015).
They mostly target to youngsters because they want each and every product with best tastes and
quality and also they prefer to eat this product. By targeting, management of KFC is able to
increase sales of product and brand.
Positioning
Position is the process of arranging for product to occupy clear. That help to know about
what is position of product at market and customers mind. Product position is the place which set
in customer mind for other competitor product. Management of KFC make their product very
carefully and use the best quality of food in their food making process. This sets in customer
mind and give best and also make place. This help to increase sales of product and its profits as
well.

By using STP model (segmentation, target and positioning) in their marketing plan. That
helped to analysis the segmentation by age group, help to target customers and also current
position of product and brand at marketplace. It is the best model for uses and develop strategies
for increase sales Fahy & Jobber, (2015). KFC management is make their best and better image
in customers mind. By this they can increase their sales of product and also to make effective
brand image at market place.
CONCLUSION
From the above task it had been concluded that the marketing audit help to analysis the
external and internal environment. With the help of marketing audit company has able to make
the correct and valuable strategies for reducing Impact of external and internal environment.
Evaluation of marketing plan has effective and valuable for the work because with that manager
has able to done work in effective manner. That had important for managing growth and per-plan
of market plan. Marketing plan consider the online advertisement, quality and quantity of
product or services, develop relationship of the work identify the problems and so on.
TASK 2
Develop marketing plan
Marketing plan can be part of overall business plan which is also marketing strategy used
by company for introducing the new products and services in the marketplace Kotler & et.al.,
(2015). This marketing plan involves marketing objectives, segmentation, targeting and
positioning, environmental analysis, marketing mix strategy, budgeting, implementation and
control, evaluations of new products and services to the firm.
EXECUTIVE SUMMARY
This section will involve environmental analysis for introducing the new product that is
Crispy BBQ chicken in the UK by KFC. It will involve detail information of marketing mix
strategy, segmentation, targeting and positioning, budgeting of new product in the marketplace.
Also, it will include implementation and control, evaluations of overall marketing plan. That all
will help to increase sales by using effective and strong strategies in their market plan.
COMPANY OVERVIEW
KFC stands for Kentucky Fired Chicken is fast food restaurant chain which offers in fired
chicken. After McDonald's, it is the world's second largest restaurant chain with 20000 locations

internationally in 123 nations and areas as of 2015. The chain is the subsidiaries of Yum brands
that is restaurant company which also owns Pizza Hut, Taco Bell, Wing Street chains Camilleri,
(2018).
MARKETING OBJECTIVES
 To increase 20% sales within the 2-3 months.
 To increase 10% investment on the promotional activities.
ENVIRONMENTAL ANALYSIS (Pestle Analysis)
Political Factor: It involves taxation policy, free trade policy etc. which are influenced
on new product that is Crispy BBQ chicken of KFC. Company have managed this policy very
well and obey the policies of government. It also includes price policy and company maintain
price policy through the way of keeping in the view of income distribution of people who living
in nation. At the of Brexit country suffers by the currency is low. At this time currency price is
high. This problem is very high which is faced by the peoples. This impact to highly on the KFC
because at that time tax rate is high which is done by the government. In that case they have to
pay that and by this company is highly effected by this.
Economic Factor: It includes interest rate, inflation rate, income etc. that are influenced
on new product that is Crispy BBQ chicken of KFC. Income is the essential factor for company,
because income will decide that class KFC is going to target. Organization focus on upper class
in previous year but now they are concentrated on middle and upper class people. Brexit is
highly impact on the economic of country because at that time peoples are not eaten outside they
are cook and eat. By this KFC is not able to contribute in the economy Armstrong & et.al.,
(2015). By this economic condition of KFC is good at the time of Brexit. At that time rules and
regulations are changed.
Social Factor: It involves consumers taste and preference, needs and wants, demand etc.
which are influenced on new product that is Crispy BBQ chicken of KFC. Another factors
involve culture and religion in social factors Pyo, (2015). KFC try to adopt different culture from
various locations and also adopt religion. The impact of Brexit have not risen to many socio
culture changes in the past months. After, then it impacts and changes the customers purchasing
power.
Technological Factor: It includes research, communications, innovations, internet,
information technology etc. which are influenced on new product that is Crispy BBQ chicken of

KFC. Therefore, company had make strategy to introduce new technology for research and
development of new products and services that is Crispy BBQ chicken. Also, they have stock of
machinery to run their activities of business Baker, (2014). This impact to the advancement
changes for technology. This impact of Brexit on KFC is given landscape of companies optimize
technology. At that time company is finding that telecommuting and communication ways for
solutions to avoid lobar restrictions.
Legal Factor: It involves regulations related to labour, health and safety etc. which are
influenced on activities of organization. Therefore, KFC maintain law and order situations in
according to local laws of the nation in which they are operating. Thus, they can pay the rightful
amount in taxes. At the time Brexit company is fire the various employees because of lack of
money. By this manager are not able to pay to employees.
Environmental Factor: KFC purchase their packaging material from firm who
contributes in deforestation in relation to make paper Armstrong & et.al., (2015). It involves food
related regulations grew stricter. Country has taken initiatives and has stopped purchasing from
paper firm but KFC as entire require to realize gravitation of the situations and respond to it.
SWOT Analysis:
KFC is fast food restaurant chain which specialise in fired chicken. It is the leading
brands in the portfolio of Yum brands that is growing its global presences through KFC, Taco
Bells and Pizza Hut at the sharper rate. After the Taco Bell, KFC is the second biggest
contributor which aid to success of business. This SWOT analysis help to internal marketing
audit of organization that involve strengths, weakness, opportunities and threats of business.
STRENGTH:
The strength define factors that which company is good at and separates from their
challengers.
High Global Presences: KFC has an effective global presences with spirit in over 130+
nations and with 21000+ stores. It is the world's second largest restaurant chain and market
leader in majority of the nations in non-veg food section.
Loyal Consumers Base: It is also strength of KFC to secret chicken recipe that company
has their own loyal customers. The taste and crunchiness of chicken of company which is loved
by the customers. Therefore, consumers are more loyal towards KFC.

Variety in Menu: KFC offers variety of food to their consumers which is major strength
of organization. On the basis of region, KFC squeezes their menu and food in which they
operate. This help to increase loyalty of consumers towards company Baker, (2016).
WEAKNESS:
The weaknesses stop company from performing at their optimal level. They are many
areas where company requires improving to remain competitive. Such as:
Issues supply chain and distribution: Company has faced major issues relating to
distribution with the delivery of chicken. This problem is so big which led to the closing of some
of their stores in UK. It took al lot of logistical and marketing efforts to come out of this coup of
KFC. Company needs to take additional care of their supply chain and distribution of their raw
materials like chicken, species etc. in relation to avoid facing the issues in the upcoming time.
Managing Franchisees: The management of franchisees is the one of major issue of fast
food chains in their success. Due to conflict issues in operations among KFC and their
franchisees that they are closed outlets since their beginning.
Issues related food quality: The quality of food has major issue to fast food chain like
KFC, McDonald's. Selected company has faced criticisms over utilise of tarns fats in cooking of
non-veg food in the previous time Kantudu, (2015). The health of customer is the priority for
modern time. People are looking for cooked foods in safe and hygienic oils without any trans
fats.
OPPORTUNITIES:
Opportunities means to factor which the company can utilise to its favour to increase
their market share, sales, brand identification etc. It is the most essential element which shape
future of the strategy of KFC.
Expanding to new geographies: The emerging economies, changing lifestyle of
consumers and increasing their purchasing tendency which enable fast food giants to explore
new geographies to enhance their market share and revenue.
Focus on low costs and healthy items: KFC has big chance to introduce healthy foods
in their menu which are low in fats and calories in relation to cater changing food demands and
needs of the millennials. Company also focus on low costs and healthy items to increase their
sales. Also, they want to better consumer services at affordable price according to preference of
consumers.

THREATS:
The threats mean to factor which have expected to harm in the future of company. This
give brands far-sighted view about the issues that products is likely to face in the future.
Trends and preferences: The food trends and preferences are changing due to the
emergence of millennials. Customers want foods that are healthy in low fats and calories. The
additional pressures on the fast food giant like KFC according to change food preferences of the
consumers.
Food quality challenges: Food quality is an important challenge for every food's
business and organization but it is also faced by KFC. Customers wants and needs to be healthy
and good quality of product. It is responsibility of management of KFC. It has the threats from
food quality to KFC.
Competitions from global and local players: KFC has threats from their global level
competitors. Competitors are added new foods item in their menu and try grow their market
share and attract customers towards Varadarajan, (2015). In this KFC has the needs to be toes to
beat them.
SEGMENTATION, TARGETING AND POSITIONING
Segmentation: There are different segmentation such as demographic, geographic,
behavioural and so on. With this, KFC identify the needs and characteristics and behaviour of
consumers for new product that is Crispy BBQ chicken in the UK. Demographic segment
involves age, gender, income, family size etc. They divide market on demographic basis age
group is between 6-65, gender male and female, all family style etc.
Targeting: Company has determined market segment it can enter one or many of these
segments. KFC can target segments in which it can generate consumers value and sustain it over
time for introducing the new product that is Crispy BBQ chicken in the UK.
Positioning: KFC are in posh area and prices are too high, so that they target upper and
middle classes Paley, (2017). Target market depends upon size and growth rate of populations,
resources of firm and attractiveness of market segment for introducing the new product that is
Crispy BBQ chicken in the UK. The middle position of the peoples is effective and manageable
by the management at the workplace.
MARKETING MIX

Product: Company has offered various range of products such as chicken, salads,
desserts, snacks, burgers etc. Now they are introducing the new product that is Crispy BBQ
chicken in the UK in the superior quality to valued consumers and customers are attracted
towards new product.
Price: KFC has followed optional pricing which is to attempt increase amount consumer
spend for introducing the new product that is Crispy BBQ chicken in the UK (Marketing Mix of
KFC | 4Ps of Marketing Mix of KFC, 2018).
Place: Company provides an option to consumers to order Crispy BBQ chicken on online
through KFC website. This help to more attraction about new products the consumers in the
market.
Promotion: KFC promote the new product that is Crispy BBQ chicken by utilising the
social platforms such as Facebook, Instagram and YouTube because now days peoples and
humans are more use this for take and again information about what happens new at
marketplace.
Physical Evidence: Company beginning serve fried chicken in cardboard bucket and it
became its traditions. The headquarters of KFC is termed as Whitehouse due to it resemblance of
presidential white house.
Process: The KFC outlets are either company owned or franchise owned after
establishment of franchise. The image of company founder Colonel Harland Sanders is always
part of décor of restaurant.
People: Company believes in providing the freshly made the highest quality Crispy BBQ
chicken at affordable price to target consumers. The staff of KFC is specially trained in
consumers services and communication Lee & et.al., (2014).
BUDGET
Budgeting is the procedure of making marketing plan to spend the money for promoting
the new product and services in the marketplace. It ensures that company will always have
enough money for products they needs. Through this, company will identify all the expenses for
promoting the goods in the marketplace.
Marketing expenses
TV advertising £150.00

Radio advertising £80.00
Print media £100.00
Campaigning £90.00
Public relations £120.00
Total monthly expenses £540.00
IMPLEMENTATION AND CONTROL
Implementation and control is the important part of every organization. For that KFC
management take decision for making effective and valuable strategies for implementation and
control on resources and improve quality of product.
Implementation
Implement of all things and strategies at marketplace and its use is most important part of
business to increase sales and product. Strategies are help to improve productivity of product and
also profit from it. It is the best and good for performing best and better at market place. Before
implementing market plan manager sure about their efficient uses of capital, humans and
marketing resources Kotler & Armstrong, (2015). Strategies is marketing is depends on level of
involvement of marketing leaders and manager.
In implementation of this very important factors are skills, attitude and behavior of staff.
It is important to make positive work environment at workplace and develop skills of employees
by giving effective and useful training. For that they can involve top management in planning
process and coordinate with their employees and staff members. Management communicate
about their marketing strategies to their staff members and review of them and make team of
humans who are working for that at marketplace.
Control
It is the measuring and correcting organization and business performance to ensure that
event confirm plan. For that management of KFC is includes measuring of performance against
goal and plan. They use basic elements for controlling process that are establishing standards,
measurements and taking correct actions for solving problem and increase sales of product.
Establishing of standard it is the step which is used by management of KFC of their
control process. That refers the basic appraisal of actual performance. That can be control by

control on their quantity of product Morgan, Whitler, Feng & Chari, (2018) It is important and
best part of controlling process. Measurement of performance is important to know about
product and performance of product at market place. For that they use effective and valuable
marketing strategies like looking forwards basis on deviations.
After that management take right and correct decisions for their growth of product and
sales as well. Taking right decision is important for developing sales and profit of product at
market place. They can take decisions according to measurement of performance and
establishing standard. Performance analysis help to make control on resources and help to
improve performance of product at marketplace. That all are help to increase sales of product and
profit as well.
For implementing the marketing plan, KFC use the administrative management theory in
which 14 principles of management are involved like division of work, order, discipline, division
of work, authority and responsibility for achieving the marketing objectives. Therefore,
marketing manager needs to follow all the principles of management for implementation of
marketing plan. It is also necessary to effective team working in the firm. High team work help
to implementation of marketing plan. This help to achieve the marketing objectives of KFC.
EVALUATION
Monitoring and evaluation is also important for develop sales of product at market place
by taking and analyzing customer reviews and feedback. For monitoring management of KFC
uses techniques of evaluation that is customer reviews and feedback. It helps to track
performance of KFC. Customer review and feedback is important for analysis market
presentation and customers satisfaction ares. Customers give and share their reviews about the
product with management and leave comments for its STP marketing strategy, (2018). That help
to know about needs and wants of customers. Management can add this taste in their food
making process and can try to make it more effective by presentation of foods.
For implementing marketing plan, management plays very essential role. For that, they
can give better customer service like fast serves food, talking way and also give preference to
them. By using this management can make their product according to customer preference and
teats, with these customers are happy and attract towards the product and more buy this. It is the
best and easiest way by which management of KFC able to improve their productivity and profit
as well. By that customers are attracted towards it and buy more product from it. This help to

increase sales of product at marketplace and also increase profits of brand. It is help to analysis
market and performance.
CONCLUSION
From the above study it had been concluded that the marketing plan has plays an
important role in business and also introduce new product at marketplace. It helped to analysis
the market place and also helped to make effective strategies and tactics for implementing new
product at marketplace. Report had been covered by the marketing audit helped to analysis
external factors affect to their product and its brand. For that report discussed on strength,
weakness, opportunities and threats at competitive edge. By that management recovered their
threats and weakness by using strength and opportunities from marketplace. That gave positive
impact on the product development and develop sales and productivity. It had been also covered
by marketing strategies and tactical plan for increased their sales at marketplace. That helped to
increased sales of product and also helped build effective brand image at marketplace. By
applying strategies in their improvement process that surely affected to market and its image at
marketplace in positive ways. Study has also discussed by marketing plan for new product that
“crispy BBQ chicken” which has introduced by company for attract customers. That included by
marketing audit, marketing plan, budget, implementation & control and also evaluation of
product for creating marketing plan. That helped to management for increased their sales within
the 2-3 years. Marketing plan has effective and important for set any new product and also
improve productivity of brand.

REFERENCES
Books and journals
Armstrong, G. & et.al., (2015). Marketing: an introduction.
Baker, M. J. (2014). Marketing strategy and management. Macmillan International Higher
Education.
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Camilleri, M. A. (2018). Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Fahy, J., & Jobber, D. (2015). Foundations of marketing.
Kanagal, N. B. (2015). Innovation and product innovation in marketing strategy. Journal of
Management and marketing research, 18, 1-25.
Kantudu, A. S., & Samaila, I. A. (2015). Board Characteristics, Independent Audit Committee
and Financial Reporting Quality of Oil Marketing Firms: Evidence from Nigeria. Journal
of Finance, Accounting & Management. 6(2).
Kotler, P. & et.al., (2015). Marketing. Pearson Higher Education AU.
Kotler, P. and et.al., (2015). Marketing. Pearson Higher Education AU.
Kotler, P., & Armstrong, G. (2015). Principles of Marketing-Global Edition. Pearson.
Lee, J. G. & et.al., (2014). A systematic review of store audit methods for assessing tobacco
marketing and products at the point of sale. Tobacco control. 23(2). 98-106.
Lovelock, C., & Patterson, P. (2015). Services marketing. Pearson Australia.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2018). Research in marketing strategy.
Journal of the Academy of Marketing Science, 1-26.
Ohmae, K. (2016). MARKETING STRATEGY FOR VALUE EXPLORATION. Marketing For
Competitiveness: Asia To The World-In The Age Of Digital Consumers, 175.
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: as a new
marketing strategy tool for the firm performance perspective. Procedia-Social and
behavioral sciences. 150. 511-520.
Paley, N. (2017). How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using
association rules. Information Technology & Tourism. 15(3). 253-281.

Schmidt, K. M., Spann, M., & Zeithammer, R. (2014). Pay what you want as a marketing
strategy in monopolistic and competitive markets. Management Science. 61(6). 1217-
1236./
Varadarajan, R. (2015). Strategic marketing, marketing strategy and market strategy. AMS
review, 5(3-4), 78-90.
Zeriti, A. & et.al., (2014). Sustainable export marketing strategy fit and performance. Journal of
International Marketing. 22(4). 44-66.
Online
Marketing Mix of KFC | 4Ps of Marketing Mix of KFC. 2018. [ONLINE]. Available through. :
<http://heartofcodes.com/marketing-mix-of-kfc/>.
STP marketing strategy. 2018. [ONLINE]. Available through:
<https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-
targeting/segmentation-targeting-and-positioning/>